One of the things that seems to get ignored in branding is that people are constantly building their own brand … themselves. We are all always assembling a collection of things and experiences and opinions and acquaintances that will communicate who we are to other people. It's difficult to do. As Russell Davies says, you can't dance about architecture. It's hard to find the right combination of elements to express exactly who we are. This seems like it should be important when considering targets and how they will accept a brand. How will this new piece fit into the puzzle that is already in place in their lives? It might be a ridiculous thought, but do characteristics from the collection of brands that we allow into our lives add up to one larger thing … a brand equivalent of Voltron? For instance, I wonder if I have a collection of six brands in my life that all fill permanent needs, where if one left, I'd actively find another one with a similar deep emotional characteristic to fill the void left behind.
Mark Lewis at Planning from the Outside lays down some really smart analysis of how the major record labels made a quick buck, but ended up shooting themselves in the foot by manufacturing boring mass appeal music. Payback … I love it.